Although some may see the October 1 EMV change deadline as a looming presence, one that will cost many a lot of money and time, others are choosing to take it in stride, a time period to reevaluate their entire store and services for their customer.
Stores across the country must make the change, as chip technology crosses the ocean and enters American wallets and all forms of payment. The embedded chip on the credit or debit card will be passed through a one-time communication system, eliminating the need for the card number, which is usually what is stolen during data hacks.
According to PaymentsSource, fraud in the U.S. is a $7.1 billion industry affecting card benefits, overall security and consumer prices. Beginning October 1, stores that do not make the change will be responsible for any card fraud that occurs through their system.
Card-based transactions are the most heavily used form of payment in the U.S., with more than 85 percent of all retail transactions relying on plastic.
After the United Kingdom switched to the EMV payment form, total card purchase volume grew by 32 percent, while total fraud decreased by 17 percent between 2005 and 2010.
The change to a better, more secure card system will also translate into better customer service. Frequent shoppers and new buyers will want to know exactly what the change is, how it will benefit them and why it is occurring.
Although the change may be cumbersome for some, it can be a conversation starter between customers and employees on security and the importance of their satisfaction during the shopping experience.